EVENT DETAILS Why do people buy some products & not others? How do media messages influence a shopper's buying choices? What makes buyers tick & what makes them click? How can marketers effectively harmonize emotion & action? What are best practices for combining big data & small data to understand & predict customer behavior? We (humans) like to think of ourselves as rational animals. Over the past two decades, the notion that humans are rational & good at making decisions has been debunked thanks to work by Kahneman, Tversky, Ariely & others. We make some choices quickly, often relying on heuristics & biases. Other times decision-making is agonizing & inefficient. Given the irrationality of humans, how can marketers persuade consumers to buy their products & services & love their brands? Join us for five sessions at SXSW on March 17 where experts from brands, creative agencies & academia will share insights to help you influence behavior & build brands.